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Building Businesswith Social MediaWednesday, September 26th 2012 Presented by John Foley, Jr. CEO, interlinkONE & Grow Socially Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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First… THANK YOU!• For Being Here!• For Being Willing to Learn and Engage!• For Liking My Boston Accent!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Today’s Overview• Brief Introduction• The Marketing Landscape• How You Can Find Social Media Success• Your Website: Static Brochure? Or Sales Tool?• SEO: Best Practices for Success• Final Thoughts and QuestionsBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Brief IntroductionBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Accolades • Jetsetter Status on FourSquare • Ranked #16 as a Top CMO on Twitter in 2012 • 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category • One of the 50 most influential people in Sales Lead Management by SLMA in 2012Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Online Marketing Statistics 955 Million Users on Facebook 400 Million Tweets Sent Per Day 72+ Hours of Video Uploaded every minute 170 million users 12 million users… and it’s addictive! 80 million users… and sold for $1 billion! 2 million searches per minute NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556 and http://searchengineland.comBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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What is Inbound Marketing? “Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.” http://en.wikipedia.org/wiki/Inbound_marketingBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Content: Essential to Inbound Marketing Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Inbound Goal: Drive INQUIRIES!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Plan! Strategy before Tactics! Step 1: Describe the Business, Service, Solution Step 2: Business, Service, Solution Goal Step 3: Where Is the Audience Cyclically? Step 4: How Does the Audience Use Social Media? Step 5: The Key Words Step 6: How Will You Humanize the Brand Step 7: Content Resource and Distribution Strategy Step 8: How Will You Measure Success?Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Use Social Media Effectively• Start with a Plan – Address Goals – Make a Schedule – Know What You Want to Do• Cross Promote Across All Pages• Integrate with Website• Include in Offline Marketing Efforts• Serve up relevant contentBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Is everyone interested in the same communication? I still I love my email mail I’m onI use Facebook, Twitter Twitter & LinkedIn I Google for my information Where are your prospects and customers getting their information.. And when?Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Humanize Your BrandBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Let others help spread your story!• You must have a compelling story!• Make it easy for people to share it.• Deliver relevant information, and people will return the favor by sharing it. Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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How to Measure Success?• How many – Downloads – eNewsletter Sign-Ups – Blog Comments – Questions – Shared Links – Re-Tweets – Followers – Site Traffic – Show me the money Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Next: Specific Business Building Tips• LinkedIn• Facebook• Twitter• YouTube• Pinterest Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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LinkedIn Overview• A business-oriented social networking site• Provides opportunities to position you as a thought- leader• Contains a number of under- utilized features! Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Facebook Overview• The most popular social network by far• Continues to evolve into a place where both personal and professional success can be found• Let’s look at a case study! Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Train to End Stroke: Who Are They• Train to End Stroke is a fundraising division of the American Stroke Association/American Heart Association.• Their mission is to raise awareness and funds for the third leading killer in the US – stroke.• Facebook.com/Train2EndStrokeBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Utilize Cover Image & Timeline!• Compelling images and posts can help to increase the impact of your story.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Their Goal Improve recruiting efforts for their Half Marathon in HawaiiBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Twitter Overview• Continues to grow as a tremendous way to share content and to engage with others.• Features such as Search and Lists provide learning opportunities! Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Use Twitter to Spread the WordBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Tip: FollowerWonk.com to Find PeopleBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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YouTube Overview• Allows you to share personal and professional videos to highlight your company and its services.• It’s also the world’s #2 search engine! Building Business with Social Media Created by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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YouTube: Tips for Success• Feature variety of employees, mix up the tone• Experiment with different backdrops, scenes, etc.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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What Else? Pinterest• Visually tell the story of your brand!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Four Fundamentals of all Networks1. Find your Audience / Build your network2. Engage with the network you have built3. Be consistent4. Track and analyzeBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Your Website: Static Brochure? Or Sales Tool?Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Problem with Many Websites Today• They are not updated frequently enough.• The graphics, product & services listings, and text do not accurately reflect a brand’s mission statement.• They are not generating leads.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Website: Take it to the Next Step• Social-friendly, searchable• Interactive – Blogs – Comments – Landing Page – eNewsletter Sign-Ups – Widgets• Calls to action for people to raise their handBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Use Calls to Action to Collect Data!• Appealing to the eye• Creative• Interactive• Different• Build your database with registration formsBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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How To Improve Your Website• Let’s look at a few practical items that you can review to identify beneficial changes.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Step 1: Your Target Audience• What benefits them? – Knowing your story… and seeing that you care about their situation. – The solutions & value that you can offer to them. Photo Credit: http://www.nonprofitmarketingblog.com/Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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How Do They Want to Interact?• 75% of millennials prefer to donate online• Are you making it easy for your target audience to do business with you? Source: http://themillennialimpact.com/Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Step 2: The Change Process• What is the Process for Making Changes & Adding Content?• Do you always need IT (in-house or outsourced) involvement?• If so, consider making a change – CMS, different host provider.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Step 3: Lead Generation• How many inquiries/leads does your website today?• If it’s not enough, embed more lead- generation forms!• Add calls-to- action to all pages!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Step 4: Mobile Optimized• Do visitors have to tap, zoom, scroll?• Is there Flash?• How long is loading time?• Build a mobile website today!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Final Thoughts on Your Website• Do not let it be static or an after-thought!• Your website needs to be integrated into all of your marketing efforts, including print, email, social media, and more.Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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SEO: Best PracticesBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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What is Search Engine Optimization?• Getting found!• Using specified keywords• Consistently updating your content• Using links to and from other pages and websitesBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Be Ready for Mobile Search with a Mobile Site! • Smartphone ownership and mobile web viewing continues to rise! • Create a mobile website that is automatically presented to the growing number of smartphone owners! • Tip: Work with the guys from Great Lakes Integrated!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Don’t Forget!• Getting found is only half the battle…. … Optimize your landing pages and product/services pages to drive people down the sales funnel!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Final Thoughts and QuestionsBuilding Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012

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Success: Three-Legged Stool!Building Business with Social MediaCreated by John Foley, Jr. | interlinkONE and Grow Socially | 2012